Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

RTD Coffee in Colombia

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Executive Summary

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PROSPECTS

RTD coffee still in the growth stage

RTD coffee in Colombia remains smallest within soft drinks, with a limited consumer base composed mainly of young middle- and upper-class generations who enjoy indulgent and alternative ways to drink coffee. After the entrance of Starbucks in 2016, no significant innovations nor the entrance of new competitors were observed.

Limited consumer base

Although it is expected that sales of RTD coffee will expand at a rapid pace over the forecast period, the consumer base will continue to be limited as prices are likely to remain elevated compared to other soft drinks, and distribution will remain concentrated in modern retailers. One of the major hurdles that RTD coffee will face is the high sugar content, as in Colombia brands with reduced sugar, or “light” or reduced calorie claims, are still not present, and young generations are not looking only for indulgence but also for healthy products.

On-trade sales record positive growth

On-trade value sales of RTD coffee recorded similar growth to off-trade value sales in 2017, but in volume terms the on-trade channel registered a better performance. This is mainly supported by the presence of Starbucks stores, as RTD coffee is rarely found among other consumer foodservice operators outside specialist coffee shops.

COMPETITIVE LANDSCAPE

Pepsi-Cola Colombia sees rapid growth

After its official entrance in Colombia in 2016, Starbucks has seen strong volume and value growth supported by its branding power and the distribution expertise of Pepsi-Cola. Although the portfolio in Colombia is still limited, offering only Starbucks Frappuccino in Mocha, Vanilla and Coffee flavours, it has been able to gain important share, positioned in second place, but likely to jump to first place in the short term.

Alpina Productos Alimenticios loses share

Alpina Productos Alimenticios SA, which still holds first place, performed poorly during 2015-2017. A recovery is not expected since the company has limited the distribution of Café Latte Alpina Juan Valdez only to some Alpina Market stores, giving signals of dropping out of the competition in the short term.

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